Radio is the most misunderstood business -Hero FM founder Sam West

12 January 2022

• "Running a radio station means having to balance between the business, attention and entertainment aspect because you also want to make money." - Sam West

Hero FM founder Sam West has opened up on the challenges of running a radio in Kenya.

Speaking to Mpasho.co.ke, Sam said running the station since 2010 hasn't been easy adding given a chance he would still do it.

"Radio is the most misunderstood business. It's all about getting numbers so that you can attract clients to advertise with you.

But sometimes the numbers require money from advertisers to help you get the numbers through training, public events, etc.

Running a radio station means having to balance between the business, attention, and entertainment aspect because you also want to make money.

"You need to have a serious marketing team that goes out there and gets you clients who want to advertise with you. You make the work of marketers easy by ensuring your radio is well-known and you have good listenership.

At the end of the day, it's all about passion and zeal. If you are doing it for fame and money you will struggle."

Other personalities who own radio stations include Mohamed Ali who owns Mo Radio while Kalonzo Musyoka owns Athiani FM

Other community-based radio stations include Mang'elete FM, Pamoja FM, Koch FM, Radio Maendeleo, Ghetto FM, and Pamoja FM.

What's your favourite radio station?